• Embrace Opportunities for Edutainment. TikTok’s short-form video format isn’t just addictive—it offers brands a unique opportunity to educate consumers about their products. Additionally, teaming up with TikTok beauty and fashion experts, à la The Inkey List, can help brands build credibility and win over potential skeptics.

For brands, micro-influencers present a compelling proposition. They are often eager to collaborate, less demanding than celebrities and more accessible. This dynamic allows brands to reach highly specific audiences while maintaining manageable campaign budgets.